在这个广告大行其道的世界,作为职场人不可不具备市场意识,不能不了解一些广告法则。
英语广告是一种独特的语言形式,它遵循正规的英语语法规则,但是仍有许多独特的处理方式。在用词方面,英语广告可以说是兼收并蓄,不拘一格,绚丽多姿。
1)在政府颁发公文、学校招生等的广告中,用词极为严肃正统。
例
Our present Principal/Chief Executive has reached retirement age and the governing board wants to make the crucial appointment of his replacement in 1994. If you are a highly qualified and experienced individual and you think you have the vision, energy and enthusiasm to lead the college into the next century, please write for further information and post particulars to xxxxx.
这是一篇招生广告,其中用词是非常正规的,反映了广告的内容也是严肃认真的。
2)在许多情况下,广告为了产生一种幽默和诙谐的效果,故意使用一些不正式的语言。
例 1
Each transfer weight advantage and power into real, all round performance at prices we know won't freak you out.
在这则广告中,freak out 是一非正式词组,意思是精神恍惚,极度兴奋(尤其指吸毒之后),它在此的意思是frighten(使人害怕),或是scare 的意思。
例 2
What's more, during our new appliance sale we've knocked up to 50% off top name brands.
knock 在此的意思是defeat(击败),比起defeat来却很不正式,但是表达效果却比defeat要生动得多。
例 3
Keep the frog out of your throat.
这是一个咽喉片的广告中的最后一句话,广告策划者故意用这样一个非正式的短语取得一种幽默的效果。
在许多广告中,使用了大量的俚语和非正式的词汇,使广告显得通俗活泼,给人留下深刻的印象。如在一件外衣的广告中,为了强调该外衣的特色、衣袋设计的不同凡响,甚至可以防盗,文字是这样的pity the pickpocket (可怜那些三只手吧),其中pickpocket 就属于口语体,相当于汉语中的"三只手"或"扒手"。假如把它换成thief(贼),效果就不如pickpocket 生动有趣。
专有名词的使用在广告中也很广泛,利用名人或名地等可以增加广告的说服力,引起读者的注意。如 This is one place Mick Doohan will never race. 中,Mike Doohan 就是一位著名的赛车手,这是本田汽车公司的广告,意思是"这是一块连Mike Doohan 都不去比赛的地方。"又如,From the country that brought you Alain Delon: a new range of traditional cast-iron pots and pans, with smooth bottoms for use on all types of hob. 广告中Alain Delon (阿兰·德龙)也是一位著名影星。
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